RACE is a club of drivers who has many clients and is one of the leaders in terms of car insurance and roadside assistance in Spain. However, over the years the brand has been losing strength and has become somewhat outdated. To try and fix this, in January 2012 RACE held a contest between 6 national agencies.
One of those invited agencies, Draft FCB, trusted Sr.Qu. for creating new RACE graphics base that tried to serve as a campaign image and a new renewal of its visual identity. In a second stage of the competition new materials were developed following the initial graphical basis and finally Draft FCB ended up winning the contest.
agency: Draft FCB
Pedro Soler, equipo DraftFCB Madrid and Sr.Qu.